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Thoughtful China 163 - Building a Fans-centric Organization in China

Branding Through Weibo: Building a Fans-centric Organization in China, This Week on Thoughtful China

SHANGHAI, CHINA - This week, were sharing the sixth episode in an ongoing series sponsored by Weibo, Chinas leading microblogging platform, to help marketers understand this markets social media environment and use it more effectively to build online relationships with local consumers.

Kitty Bu

Ben Wilson

Stephen Drummond

Sam Flemming

Ken Hong

Find out how to make your organization fans-centric rather than being marketing-centric from our experts, Jessica Lee, Ben Wilson, Stephen Drummond, Sam Flemming and Ken Hong, who share smart strategies for developing a strong partner ecosystem and tell you what kinds of agencies and platform partnerships can help companies improve their relationships with online fans.

One thing we see especially for global companies or foreign multinationals, there is this element of control, so you have got the home office or the headquarters in the U.S. or Europe or wherever it might be who wont fully understand the unique Chinese social media landscape and wont understand that Weibo is more than just the Chinese Twitter. That is one of the challenges in terms of organization, to be agile, to be open, to experiment and even fail occasionally, Mr. Flemming, president of Kantar Media CIC, tells host Kitty Bu in this weeks episode.

If youd like to hear more from the speakers in this series, Weibo is hosting a discussion site where viewers can interact with our guests and other industry members. You can access it through the QR code in this email or through this LINK.

Find out more about branding through Weibo and building a fans-centric organization in China in this weeks episode of Thoughtful China

Episode Summary:In the sixth episode in an ongoing series sponsored by Weibo, find out how to build a fans-centric organization in China, how to develop a strong partner ecosystem and what kinds of agencies and platform partnerships can help companies improve their relationship with online fans. If youd like to hear more from the speakers in this series, Weibo is hosting a discussion site for this series where viewers can interact with our guests and other industry members. Access this site at http://t.cn/RZWKxkF.

Smart marketers increasingly want to build brands in China through connections with entertainment, including music, sports, fashion, branded content and other fan-based platforms through digital and social media marketing.

Ad industry execs today increasingly refer to the buzz phrase “the internet of things,” shorthand for the connectivity and convergence that technology has made possible, which has already had a major impact on the global marketing landscape.